Q&A Victoria Baker, head of marketing at esure

Written by: Marketing Week
Published on: 4 Apr 2016


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Esure has established itself as an insurance company with personality-led brands, with Shelia’s Wheels in particular known for its iconic advertising campaigns. Marketing Week asks esure’s Victoria Baker what is it like to work for the 16-year-old insurance business.

Marketing Week (MW): What attracted you to work at esure?

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Victoria Baker (VB): Quite simply the opportunity to work on to really well known consumer brands – the Sheilas’ Wheels brand in particular is one that you can have a lot of fun with.

MW: How is the marketing department structured? Do your marketers work across all of your brands?

VB: The department is split up into three teams – acquisition & digital, customer marketing & analytics, and brand. All of the teams work across both Sheilas’ Wheels and esure, with some team members specialising in particular product lines. The team is relatively small therefore it gives people a great opportunity to have a really broad role.

MW: What career progression opportunities do you offer employees at esure? Do you have talent programmes in place?

VB: We offer eligible colleagues the opportunity to apply for a group wide talent development programme called Rising Stars. The programme lasts six months and was first launched in 2015, with our first Rising Stars graduating in December last year. All involved found it a thoroughly rewarding experience and this included two members of the marketing team.

MW: What does the talent programme involve?

VB: The programme is designed to help talented colleagues develop the competency and confidence required to reach the next stage of their career. The programme blends personal development with increasing colleagues’ business knowledge and includes structured training, mentoring from a senior manager and taking part in a CEO sponsored business project.

At a local level we also encourage all team members to seek out new opportunities, whether that’s moving into a new part of the marketing team or undertaking professional qualifications.
MW: What’s unique about working in the marketing department at esure?

VB: The level of opportunity and the scope to work with so many different internal and external partners. All of the team are encouraged to identify opportunities and go out and deliver them – everyone is accountable for delivering results.

MW: How is marketing viewed across the business?

VB: The marketing team is a core part of the business and works very closely with areas such as operations, claims, underwriting and IT to ensure that as a whole [the company] meets its objectives.
MW: Do members of your marketing team work in other departments to gain an understanding of the wider business?

VB: I think its important that all members of the marketing team understand our customers and their needs. We actively encourage our team to undertake call listening in claims and operations and also work with our underwriting team on a daily basis.

MW: Marketing Week’s career and salary survey shows there is more demand amongst marketers for a better work/life balance. How are flexible working patterns supported at esure?

VB: Flexible working is something we aim to support as along as we can ensure business needs are met. Within the team already we have a number of people who work part-time so they can make sure they achieve a balance between work and home commitments.

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